MINNESOTA STATE UNIVERSITY MOORHEAD
PRINCIPLES OF MARKETING
Marketing 310
Winter, 2007
11:00-12:15/12:30-01:45 TH CB 106 Dr. Alexander
MARKETING VALUE DECISIONS (INTRODUCTION)
01-09/11-07
Complete Before Class
Locate 106 Center for Business
Complete During Class
[T]Complete student courses survey
Complete introductions
Review syllabus
Write expectation exercise
[H] Quiz on syllabus
Discuss case presentations and paper
Provide insights on taking multiple-choice exams
Form groups
Video
01-16/18-07
Complete Before Class
Read Solomon, Marshall & Stuart: 1
Read Chapter 1 Case: American Idol (p. 30)
Prepare Chapter 1 case presentation and paper
Complete During Class
[T]Discuss Solomon, Marshall & Stuart: 1
Exercise Solomon, Marshall & Stuart: 1
Questions
Video
[H]Quiz on Chapter 1 Case: American Idol (p. 30)
Present Chapter 1 Case: American Idol (p. 30)
Video
01-23/25-07
Complete Before Class
Read Solomon, Marshall & Stuart: 2
Read Chapter 2 Case: McDonald’s (p. 60)
Prepare Chapter 2 case presentation and paper
Read Solomon, Marshall & Stuart: 3
Read Chapter 3 Case: Wall-Mart (p. 96)
Prepare Chapter 3 case presentation and paper
Complete During Class
[T]Quiz on Chapter 2 Case: McDonald’s (p. 60)
Discuss Solomon, Marshall & Stuart: 2
Present Chapter 2 Case: McDonald’s (p. 60)
Video
[H]Quiz on Chapter 3 Case: Wall-Mart (p. 96)
Discuss Solomon, Marshall & Stuart: 3
Present Chapter 3 Case: Wall-Mart (p. 96)
Video
01-30/01-07
Complete Before Class
Prepare for Exam #1—Solomon, Marshall & Stuart: 1-3***
Complete During Class
[T]Write Exam #1—Solomon and Stuart 1-3***
[H]Speaker: Scott Skutnick, Tractor Supply Company (11:00 & 12:30.)+++
Questions for the speaker
UNDERSTANDING CONSUMERS’ VALUE NEEDS (PEOPLE)
02-06/08-07
Complete Before class
Read Solomon, Marshall & Stuart: 4
Read Chapter 4 Case: Acxiom (p. 133)
Prepare Chapter 4 case presentation and paper
Complete During Class
[T]Quiz on Chapter 4 Case: Acxiom (p. 133)
Discuss Solomon, Marshall & Stuart: 4
Present Chapter 4 Case: Acxiom (p. 133)
Video
[H]Prepare case and case paper
02-13/15-07
Complete Before Class
Read Solomon, Marshall & Stuart: 5
Read Chapter 5 Case: Volkswagen (p. 164)
Prepare Chapter 5 case presentation and paper
Read Solomon, Marshall & Stuart: 6
Read Chapter 6 Case: Airbus (p. 192)
Prepare Chapter 6 case presentation and paper
Complete During Class
[T]Quiz on Chapter 5 Case: Volkswagen (p. 164)
Discuss Solomon, Marshall & Stuart: 5
Present Chapter 5 Case: Volkswagen (p. 164)
Video
[H]Quiz on Chapter 6 Case: Airbus (p. 192)
Discuss Solomon, Marshall & Stuart: 6
Present Chapter 6 Case: Airbus (p. 192)
Video
02-20/22-07
Complete Before Class
Prepare for Exam #2—Solomon, Marshall & Stuart: 4-6 ***
Read Solomon, Marshall & Stuart: 7
Read Chapter 7 Case: JetBlue (p. 225)
Prepare Chapter 7 case presentation and paper
Complete During Class
[T]Write Exam #2—Solomon and Stuart: 4-6***
[H]Quiz on Chapter 7 Case: JetBlue (p. 225)
Discuss Solomon, Marshall & Stuart: 7
Present Chapter 7 Case: JetBlue (p. 225)
Video
CREATING THE VALUE PROPOSITION (PRODUCT)
02-27/01-07
Complete Before Class
Read Solomon, Marshall & Stuart: 8
Read Chapter 8 Case: VOSS Water (p. 258)
Prepare Chapter 8 case presentation and paper
Read Solomon, Marshall & Stuart: 9
Read Chapter 9 Case: Samsung (p. 290)
Prepare Chapter 9 case presentation and paper
Complete During Class
[T]Quiz on Chapter 8 Case: VOSS Water (p. 258)
Discuss Solomon, Marshall & Stuart: 8
Present Chapter 8 Case: VOSS Water (p. 258)
Video: Goals of Customer Service
[H]Quiz on Chapter 9 Case: Samsung (p. 290)
Discuss Solomon, Marshall & Stuart: 9
Present Chapter 9 Case: Samsung (p. 290)
Video: Brand Marketing
03-06/08-07
Complete Before Class
Prepare for Exam #3—Solomon, Marshall & Stuart: 7-9 ***
Complete During Class
[T]Speaker: Doug Hancock, The Computer Place (11:00 & 12:30)+++
Questions for the speaker
[H]Write Exam #3—Solomon and Stuart: 7-9 ***
03-13/15-07
[T]No class: spring break
[H]No class: spring break
PRICING THE VALUE PROPOSITION (PRICE)
03-20/22-07
Complete Before Class
Read Solomon, Marshall & Stuart: 10
Read Chapter 10 Case: XM Satellite Radio (p. 319)
Prepare Chapter 10 case presentation and paper
Read Solomon, Marshall & Stuart: 11
Read Chapter 11 Case: New York Mets (P. 358)
Prepare Chapter 11 case presentation and paper
Complete During Class
[T]Quiz on Chapter 10 Case: XM Satellite Radio (p. 319)
Discuss Solomon, Marshall & Stuart: 10
Present Chapter 10 Case: XM Satellite Radio (p. 319)
Video: Designing Packaging
Video: Packaging, The Science of Temptation
[H]Quiz on Chapter 11 Case: New York Mets (P. 358)
Discuss Solomon, Marshall & Stuart: 11
Present Chapter 11 Case: New York Mets (P. 358)
Video: Pricing Goods and Services
COMMUNICATING VALUE PROPOSITION (PROMOTION)
03-27/29-07
Complete Before Class
Read Solomon, Marshall & Stuart: 12
Read Chapter 12 Case: Apple Computer (p. 391)
Prepare Chapter 12 case presentation and paper
Complete During Class
[T]Quiz on Chapter 12 Case: Apple Computer (p. 391)
Discuss Solomon, Marshall & Stuart: 12
Present Chapter 12 Case: Apple Computer (p. 391)
Video: Fundamentals of Pricing
[H]Speaker: Bob Nelson, Ed Phillips & Sons/Johnson Brothers (11:00 & 12:30)+++
Questions for the speaker
04-03/05-07
Complete Before Class
Prepare for Exam #4—Solomon, Marshall & Stuart: 10-12 ***
Read Solomon, Marshall & Stuart: 13
Read Chapter 13 Case: Premier Retail Networks (p. 424)
Prepare Chapter 13 case presentation and paper
Complete During Class
[T]Write Exam #4—Solomon and Stuart: 10-12 ***
[H]Quiz on Chapter 13 Case: Premier Retail Networks (p. 424)
Discuss Solomon, Marshall & Stuart: 13
Present Chapter 13 Case: Premier Retail Networks (p. 424)
Video
04-12-07
Complete Before Class
Read Solomon, Marshall & Stuart: 14
Read Chapter 14 Case: Amazon.com (p. 452)
Prepare Chapter 14 case presentation and paper
Read the Communication Model
Complete During Class
[T]No class
[H] Quiz on Chapter 14 Case: Amazon.com (p. 452)
Discuss Solomon, Marshall & Stuart: 14
Present Chapter 14 Case: Amazon.com (p. 452)
Discuss the Communication Model
Quiz on the Communication Model
DELIVERING THE VALUE PROPOSITION (PLACE)
04-17/19-07
Complete Before Class
Read Solomon, Marshall & Stuart: 15
Read Chapter 15 Case: Ben & Jerry’s (p. 488)
Prepare Chapter 15 case presentation and paper
Complete During Class
[T] Speaker: Steve Russell, Wal*Mart (11:00 & 12:30)+++
Questions for the speaker
[H]Quiz on Chapter 15 Case: Ben & Jerry’s (p. 488)
Discuss Solomon, Marshall & Stuart: 15
Present Chapter 15 Case: Ben & Jerry’s (p. 488)
04-24/26-07
Complete Before Class
Prepare for exam #5—Solomon, Marshall & Stuart: 13-15
Complete During Class
[T]Write Exam #5—Solomon and Stuart: 13-15***
[H] Speaker: Terry Yokom, Midwest Bank (11:00 & 12:30)+++
Questions for the speaker
05-01-07
Complete Before Class
Read Solomon, Marshall & Stuart: 16
Read Chapter 16 Case: IKEA (p. 524)
Prepare Chapter 16 case presentation and paper
Complete During Class
[T]Quiz on Chapter 16 Case: IKEA (p. 524)
Discuss Solomon, Marshall & Stuart: 16
Present Chapter 16 Case: IKEA (p. 524))
Complete class evaluation
05-08-07 (09:00 a.m.)
05-09-07 (12:00 p.m.)
Complete Before Class
Prepare for Exam #6: Solomon, Marshall & Stuart: 16 ***
Consider peer evaluation
Complete During Class
Write Exam #6—Solomon, Marshall & Stuart: 16 ***
Complete peer evaluation
GRADE DISTRIBUTION
Points are assigned on the following basis. Note that the total points represent approximate figures so that less or more of any of the items below change the relative percentages.
1.Exams: 5 @ 100 pts each, 1 @ 50 pts 550
2. Case Quizzes: 16 @ 10 pts each 160
3. Case presentation: 1 or 2 @ 50 pts each 50/100
4. Case paper: 1 or 2 @ 100 pts each 100/200
5.Peer evaluation 50
6.Questions for the speaker: 5 @ 25 pts each 100
7.Miscellaneous exercises: 5 to 10 pts each
GRADES
Grades will follow this point distribution.
90% - 100% = A 70% - 79% = C Below 60% = F
80% - 89% = B 60% - 69% = D
OFFICE HOURS
T/H: 07:30 a.m. to 09:30 a.m. T: 01:45 p.m. to 06:00 p.m.F: 12:30 p.m. to 02:30 p.m.
TEXT
I chose Marketing: Real People, Real Choices (2006), by Michael R. Solomon, Greg W. Marshall, and Elnora W. Stuart, Prentice-Hall, New Jersey for the following reasons. (1) Students find it interesting to read. (2) It covers the subject matter better than others. (3) The authors write in an accurate and timely manner. (4) The authors organized their material well. (5) Solomon and Stuart write better than many other authors. Whether a particular chapter in your text proves interesting or not depends largely on your interests, I think. But this book contains numerous examples and other learning aids. I think you will find it as interesting and useful as other students have and I do.
PREREQUISITES
The student must have successfully achieved junior standing.
CONTACT DR. ALEXANDER
218.477.4650 web.mnstate.edu/alexand CB 207I (Office)
CHANGES TO THE SYLLABUS
Changes to the syllabus may occur for three reasons. First, inclement weather may interfere with the schedule. If the MSUM president cancels classes, any assigned material or exams will be due at the next class period held. Note that only the president can order classes canceled. Second, a mistake on the syllabus may require changes. Third, the students and professor may reach a consensus about a need for a change in the syllabus.
DESCRIPTION OF THE COURSE
This three credit, upper division course examines those challenges and opportunities faced by marketers as they attempt to move goods and services from producers to consumers and users. The business faculty considers Principles of marketing a foundation course. It provides those basic concepts needed for an understanding of other courses in business.
LEARNING OUTCOMES
Six outcomes guide our learning experiences.
1.Knowledge. Students will demonstrate a grasp of the fundamentals and concepts that concern marketers.
2.Analysis. Students will reinforce the fundamentals and concepts learned by using them to analyze cases and answer questions.
3.Writing. Students will write better at the end of the semester than they did at the beginning.
4.Application. Students will listen to marketing practitioners describe their activities and develop questions to ask about these activities. Students will be given an opportunity to ask their questions.
5.Team Building. Students will receive team-building experiences as members of small groups.
6.Self-Directed Learning. Students will gain experience in a learner-directed setting and develop life-long
learning skills.
METHODS
We utilize the following tools to assist us in achieving the above objectives.
1. Exams. Preparations for exams help you internalize the vocabulary and concepts.
2.Text Reading Assignments and Supplementary Reading. The text and supplementary reading assignments provide students with the concepts and vocabulary used in attempts to understand the marketing process. I expect every student to read the assigned material by the dates listed above. The exams cover the text.
3. Lectures. Although I also use other methods to enhance learning, I occasionally lecture to emphasize points not covered in your text.
4. Class Discussions. Please participate in discussions of the assigned material. To participate fully, bring questions about the assigned material to class and ask the professor.
5.Visuals. Videotapes and other visuals deal with basic marketing concepts and provide a basis for discussion.
6.Group Activities. In small groups, students will analyze cases, answer questions, and write up the results. These discussions help students develop their analytical abilities and provide team-building experiences.
7.Group Paper. Group members will write up analyses of cases and include answers to the questions at the end of the case. The paper will be written in Standard English, without mistakes, and handed in when the case is presented. The paper will help students improve their writing skills.
8Oral Presentation. Group members will present the results of their case analyses to the class. The activity provides experiences in speaking to peers.
EXAMS
The exams are given on the dates indicated on the syllabus. Each exam will consist of multiple-choice questions. These exams cover the text reading assignments.
I will place a copy of each exam, with correct answers and page number references, in the School of Business office. Please compare your Scantron sheet to the answers to determine which questions you missed. We will not take class time to review the exams.
MAKE-UP EXAMS
Do not miss the regularly scheduled exams. Note the following points.
1.Only individuals who miss the regularly scheduled exam for reasons acceptable to the university and professor can take a make-up exam. These reasons include your unavoidable illness when verified by the health center or a private physician and almost no others. Unacceptable reasons include (a) weddings (yours or anyone else), (b) vacations, (c) rides home, (d) loss of memory, (e) sleeping in, (f) a relative’s illness, (g) car problems, and (h) most all others of a similar nature.
2.All make-up exams are administered no later than Thursday of the last full week of class during my office hours or at a mutually convenient time.
- You must inform me, in writing, of your need to take a make-up exam at least one full week before the make-up exam date. You must list your reason for missing the scheduled exam and the chapters involved.
4.The make-up exams are essay.
5.You can make up only one scheduled exam. If you miss more than one exam, you will want to drop the class and try again another semester.
- You can make up the last exam only for an extremely serious, unexpected, unavoidable illness. No make-up exam will be allowed after grades have been submitted.
7.If your job will take you out of town on an exam date, you may sit for the exam before you leave. See me to arrange a time.
ATTENDANCE
You will want to attend class on a regular basis. After all, we have a finite number of classes and you have already purchased the book and paid for my time for these classes. Since you are responsible for all material covered in class whether you attend or not, if you must absent yourself from class check with another student for the material missed. Unfortunately, we have no way for students who miss the assignments scheduled for completion in class to make them up. If you miss your case presentation, you will receive a zero for the grade.
ACADEMIC DISHONESTY
Instances of academic dishonesty comprise a rare occurrence here. However, acts of dishonesty should be avoided. The penalty for academic dishonesty may consist of a failing grade on the exam, paper, etc., or a failing grade for the course, and/or charges brought before the university administration.
COURTESY
Do not place your feet on the seats of other desks because people do not wish to sit in the glop your shoes might deposit. If you feel tired, you may want to lie on the floor.
Do not wear a hat in class. As everyone knows and as the books or etiquette inform us, wearing a hat inside a building comprises rude behavior. Business students do not want to engage in rude behavior.
SPECIAL NEEDS
I have experienced a gradual and permanent loss of hearing and wear hearing aids to compensate. Unfortunately, they amplify background noise as well as individual voices. Be patient with me when I ask you to repeat a comment or question. Because I am learning to speech read, look at me when you speak to me. Because a hat will obscure your face, you have another reason not to wear a hat in class.
If you possess any type of disability—including sight, hearing, or mobility—or special need—including learning problems—inform me at the beginning of the semester. The university and I will attempt to handle your special need in a way that maximizes your learning experience. Students with disabilities who believe they may need an accommodation in this class are encouraged to contact the coordinator of disability services at 477.2652 or 477.2047 (TTY) or in CMU 222 as soon as possible to ensure that accommodations are implemented in a timely fashion.
CASE PREPARATION
1. The class will be organized into small groups.
2.Each group will work on the case assigned.
3 Discuss each of the following questions and issues. (a) What are the decisions/problems facing the organization today? (b) Describe the organization’s current financial situation. (c) Discuss the organization’s corporate culture. (d) Describe the organization’s external economic environment. (e) Describe the competitive environment. (f) Describe the technological environment. (g) Discuss the legal environment. (h) Examine the sociocultural environment. (i) Using the chapter material, discuss each of the possible solutions to the decisions. (j) Provide the best solution and explain why this is best.
4 The case is designed to illustrate points made in the chapter. Refer to the chapter material, and previous chapters’ materials if relevant, as you discuss the questions and issues.
5.You will find information on the case organization in the library, on the Internet, and from other sources.
6.The group members will write up their answers to the questions and issues above plus other relevant information they have found and submit the case report at the time of the presentation.
7.Students will write the case report in Standard English. Papers not written in Standard English will be penalized up to 50% of the grade.
8.Review the “Helpful Hints for Writing Papers” below before you turn in your paper. Writing problems may result in a deduction of up to 50% of your grade.
9.All members of the group who complete the casewill receive the same score on the written case.
10.Late papers are penalized 10% per day, including weekends and holidays.
11. Written cases are due on date presented.
CASE PRESENTATION
1.The group members will present to the class their answers to the questions and issues listed above plus other relevant information and analyses. Assume that the class members have read the case and do not summarize.
2.During the presentation, the group will engage as many of the audience’s senses as possible. Members will dress for success and may use PowerPoint, videotapes, transparencies, handouts, posters, samples of the product or service, etc.
3.Group members will not read their presentations. Points are deducted for reading the presentation.
4.Each group will take 30 to 45 minutes for its presentation, but no more than 45 minutes.
5.The case presentation grade is an individual one with each member graded on his/her presentation.
CASE QUIZZES
All students will read the case in the text before they come to class and take a quiz on the case.
Peer Evaluation
At the end of the semester, each group member will receive an evaluation form and assign points to him/herself and the others in his/her group. The evaluations reflect the relative contributions of each member to the group’s overall success. Anyone who does not complete an evaluation at the time and date listed on the syllabus shall receive a zero for his/her own evaluation.